In a statement, H&M said it agreed with those who were “upset about the image.”

“We are deeply sorry that the picture was taken, and we also regret the actual print,” the company said in a statement. “Therefore, we have not only removed the image from our channels, but also the garment from our product offering globally.”

As of Monday afternoon, the shirt, without the original model image, was still available for sale on its British site.

Some found the apology tepid. The Root questioned how the image made it to print in the first place.

The major fashion retailer H&M has still offered no explanation for how a photo of a black child wearing a “coolest monkey in the jungle” hoodie passed by anyone with a lick of common sense, racial sensitivity, or melanin and then made it onto its site.

Other Twitter users weren’t convinced that H&M was guilty only of ignorance; they pointed to other items in the clothing line that suggest racial bias.

but wait for it...there’s also the loaded message on the orange hoodie...the junior tour guide & jungle official survivor expert...the entire narrative is a fail for 2018. pic.twitter.com/8hpHQPxOgQ

H&M joins a string of major companies that have embarrassed themselves with racist or insensitive advertising. As CNN Money reports, in recent months, Dove has come under fire for a social media post for its body wash showing a black woman morphing into a white woman, while Kellogg raised eyebrows for a cereal box that depicted one “darker-skinned” Corn Pop character (the rest were yellow) in a janitor’s uniform, pushing a mop.

It’s exhausting enough when advertisements exhibit racism toward black people and people of color in the usual ways—be it through erasure, colorism, or playing to tired stereotypes. Is it really that tall an order that a term with a long, international and very public racial history not be slapped on a black child in 2018?

Some wondered why no one—including the young model’s parents—brought up the problematic optics before the print was published:

So did the kid’s parents not see the hoodie before H&M put it on him and put him in front of the camera? Or they found him on the street?

So all the eyes it had to go through within the company before being released to the general public & nobody at H&M thought "oh man this "coolest monkey in the jungle" hoodie on this black kid might send the wrong message" lmao the hell going on in y'all offices

This isn't the first time the Sweden-based retail chain's has been criticized for racial and ethnic insensitivity. In 2015, it drew fire after its South Africa division featured no black models. When questioned about the lack of diversity, H&M's tweeted response suggested that white models conveyed more positivity. And in 2013, H&M pulled feathered headdresses from its stores after Canadian customers complained it made fun of First Nation tribal customs.

Take note PR pros: Once your brand becomes known for mishandling diversity and inclusion, the label will follow you for years.